GDPR was published in early 2016, and it's safe to say that data privacy has been pretty top of mind in the digital world at least since then. The debate has raged about how to safely and ethically use customer data, and it seems like the most socially and politically advantageous stance to take in that debate has been one of staunch consumer support. This is at least partly for good reason. Corporations have over-stepped in the past, and even companies with the best of intentions for their customers may come under fire if they become victims of hacking or ransomware attacks. So no, there is no question that individuals deserve transparency and a voice in how their data is used.
The problem with hot-button issues is that we, as a species and society, can sometimes over-do it in the "safeguarding against the boogeyman" department without thinking through all the ramifications. So, in the interest of furthering our society, here are some considerations from the "all things in moderation" camp in the data privacy debate, especially as it pertains to data that advertisers use to target prospective customers.
Paywalls. People like to ominously remind you: if you aren't paying for the product, you are the product. The reverse is also then true: if you aren't the product, you have to pay for the product. Many services already offer the option to choose: do I want to hear/see ads, or pay an extra fee to avoid them? This choice offers consumers the option to decide what their time is worth to them, or gives them an option to still access content if they can't afford to scale the paywall.
Customization. This may be an unpopular opinion, but some of us like being shown ads that are of particular interest to us. When digital marketing is done well, it operates as a conduit, connecting consumers with a need to providers who can fill that need. Agreeing to allow websites to "track you" is really allowing them to show you ads for solutions and products tailored to your interests and stated needs. Personally, I LOVE when I start shopping for a cute outfit for my 5 month-old, and then my Instagram feed is filled with even more options. The ad networks continue getting progressively better at providing custom experiences and offerings to advertisers, and for some of us, it's totally worth it to find better products that better align with our needs, interests, and values.
Small business growth. The customization, pricing, and progressively more AI offerings from ad networks make digital marketing an avenue to grow small businesses. In the pre-digital days, you could pay for billboards, local TV spots, and print ads, but you were then either severely geographically constrained, or had to be ready to put up a boatload of cash to cover the cost of the ad. The better digital marketing can do at its capitalism match-making, the easier it is for entrepreneurs to reach their audiences, who may be broadly geographically dispersed.
So what's the answer? It certainly isn't: just sign over all your private data and personal freedoms and enjoy your very relevant ads! Hopefully, it also isn't everyone agreeing to go off-grid, like some mass digital witness protection.
I recently discovered that YouTube might be on to something...
Rather than providing terms and conditions only in mind-numbing legalese, YouTube recently presented me with this screen, which began to break down the choice I had before me. As a digital marketer, I was thrilled. Yes! This is what I want my clients' customers to know! We don't care about your information, or your interests, or your activity; we only care if the dollar I just spent on an audience was worth it, and if I should spend another one!
Please don't misunderstand–I'm not proposing that we just slap one of these on every app and website and all problems are solved. I AM proposing that whatever our stance in this debate, we consider our options and the pros and cons to each. For example, like the YouTube notification I received, what if we give consumers the choice of how their data is handled with a clear explanation of their options and tradeoffs?
As with most debates that have enough fuel to rage for years on end, this is a complex issue. Protecting individuals and their rights should be a higher priority than company profits, but it also isn't a zero sum game.
Comentários